5. 4 MOST IMPORTANT PART TO BUILDING
OUT YOUR BRAND IDENTITY
RESPONSIVE &
CONSISTENT
AUTHENTIC
BRAND
STRATEGY
BRAND STORY
BRAND
6. CREATING A BRAND STRATEGY
A brand, like a product and a website, is never truly
“done.”
7. BRAND VISION
•Where do you see your
business/organization going?
•What are your goals?
•How is your business going to have an
impact?
8. OUR BRAND VISION CAN BE BROKEN
DOWN INTO THESE KEY COMPONENTS:
•Purpose – What is the
fundamental purpose
behind your business that
inspires everyone in and
outside of the organization
to do what they do — and
love doing it?
19. MANTRA
• Your mantra is a short 3-5 word
phrase or motto that you live your
business, and hopefully life, by.
• It quickly explains their core belief,
and what you can expect from their
products.
• Having a company mantra helps
increase brand equity.
22. OUR BRAND VISION CAN BE BROKEN
DOWN INTO THESE KEY COMPONENTS:
•Brand Story – What is your
unique hero tale?
•Instead of being the hero in the
story, invite your audience into
the story!
24. BRAND ESSENCE
•Core values - What principles are going to
shape your company’s culture and support
your brand vision?
• Think of what truly unique values you have and
build those into your daily routine as a company.
31. BRAND ESSENCE
• Personality and Voice –
How do you present
yourself? Do you have a
sense of humor or are you
honest to a fault? Are you a
casual brand or a “suit and
tie” mentality?
32.
33. Voice:
Clean and playful humor.
Responses should be
upbeat, optimistic and
positive. Avoid being
sarcastic or mocking
customers, followers or
other brands.
Voice:
Funny
35. BRAND EXPRESSIONS – How does your brand come to
life across the broad spectrum of media? What type of
content are you going to be known for? How are your
customers going to experience your brand?
36. BRAND DIFFERENTIATION
Be unique! Originality is way more fun.
• Competitive Analysis - “experience the competition” to get a feel
for each of the players in our space from a customer perspective.
• Unique Selling Proposition (USP) - What do you have that the
competition does not? How do you position the brand in such a way
that no one can replicate you. This goes back to understanding the
one thing that you are best at, and turning that into a message.
39. RECAP: WHAT IS YOUR BRAND?
BRAND PURPOSE
• Vision
• Mission
• Brand Promise
• Mantra
• Brand Story
BRAND ESSENCE
• Core Values
• Brand Character
• Personality
• Voice
• Brand Expression
BRAND DIFFERENTIATION
• Competitive Analysis
• Unique Selling Proposition
• Brand Audience
• Personas (Buyer, Non-Buyer,
Influencer)
40. SUMMARY
• Brand Identity should be responsive, consistent, authentic and has
a story and strategy.
• Brand Strategy includes identifying the Brand’s Vision: Purpose,
Position, Promise, Mantra and Story.
• A Brand’s essence includes the core values, character, personality
and voice, and brand expressions.
• We have to know who is buying from us in order to properly position
our brand, our content, our everything.
Notes de l'éditeur
We use to think building a brand was a task strictly left for graphic designers…
But the truth is branding is for marketers and business owners…
Branding takes place at every touch point and every time a customer interacts or even thinks about your brand…
And, most importantly, branding is ultimately controlled by the customers, and not by you, the marketer.
That’s right, after all the hard work you put into building out your perception of your brand, it’s the customer that chooses what that brand means to them, and not your business.
Too many companies think they get to choose their brand… You only get to influence your customer’s opinion of your brand, not choose it!
It’s a daily process of bringing multiple aspects of your voice and your business together, and then adjusting them to what the customer expects from you.
So while these questions will get you one step closer to building your brand identity, they will not truly build your brand for you, that requires execution over the next few months and years.
Think of these questions as a great foundation for building your brand over the next few months…
We use to think building a brand was a task strictly left for graphic designers…
But the truth is branding is for marketers and business owners…
Branding takes place at every touch point and every time a customer interacts or even thinks about your brand…
And, most importantly, branding is ultimately controlled by the customers, and not by you, the marketer.
Think about Kodak for a second. This is a company that created the first digital camera…
But ultimately filed for bankruptcy after continuously missing the change to digital.
And why did they fail at this?
Because they thought they were in the business of making cameras and film, but they really should have been in the business of capturing and sharing moments.
It all comes back to the value that they decided to provide their customer. They provided people with cameras and film so that they could take pictures. But people don’t want pictures. People want memories!!!
Do you see the key difference in positioning your core value here? Make sure you are providing your customers with the core benefit, not the core feature – the camera in this case.
Do you want people to have fun? Learn? Question their beliefs?
How will you act?
And your voice can be slightly different based on the medium you are interacting on.
Your social media voice is one of the top things that will distinguish your brand from other companies. Your voice should be consistent across all mediums whether it’s commercials, social media ads, Tweets or Instagram posts. For instance, if you’re funny and humorous on Facebook but all of your YouTube videos are serious and straight-laced, it sends mixed messages.
We can’t tell you what your social media voice should be since it represents your brand. But it should be reflective of how you want your brand to be perceived. That might mean one or more of the following:
Your social media voice is one of the top things that will distinguish your brand from other companies. Your voice should be consistent across all mediums whether it’s commercials, social media ads, Tweets or Instagram posts. For instance, if you’re funny and humorous on Facebook but all of your YouTube videos are serious and straight-laced, it sends mixed messages.
We can’t tell you what your social media voice should be since it represents your brand. But it should be reflective of how you want your brand to be perceived. That might mean one or more of the following:
Do you want people to have fun? Learn? Question their beliefs?
How will you act?
And your voice can be slightly different based on the medium you are interacting on.
S
We use to think building a brand was a task strictly left for graphic designers…
But the truth is branding is for marketers and business owners…
Branding takes place at every touch point and every time a customer interacts or even thinks about your brand…
And, most importantly, branding is ultimately controlled by the customers, and not by you, the marketer.